Atomic habits bonus bonus chapter: how to apply these ideas to business

ATOMIC HABITS BONUS
BONUS CHAPTER: HOW TO APPLY THESE IDEAS TO BUSINESS
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Amazon utilizes personalization every day. The company often showcases items a cus-
tomer has viewed recently or products that are similar to what they have purchased in 
the past. It becomes very attractive to spend money on Amazon because customers are 
always seeing what is relevant to them.
Of course, individual personalization is not always possible, but businesses can often 
“personalize” at scale if they pair the product with a strong identity. For example, Toyota 
has been able to connect driving a Prius with being environmentally friendly. If you are 
the type of person who believes strongly in helping the environment, then buying a Prius 
is a way to signal your identity to others. The product instantly becomes more attractive 
to a certain type of consumer because it feels like an extension of their identity. This type 
of connection can be incredibly powerful, which means it might be useful to highlight 
the identity your product represents.
Another strategy that can increase the attractiveness of a product (and which I discuss 
in detail in Chapter 10) is highlighting social norms. Humans are heavily influenced by 
the crowd. If you can show a customer that other people like them use your product—
people in their zip code, from their hometown, on their team, etc.—they will be more 
likely to find it attractive themselves. 
There is an important caveat here that deals with framing: If people think the behav-
ior your product requires is rare, you should frame those who have it in a positive light 
(achieving status): “60% of millionaires read one book every day. With our new product, 
you can too.” 
If people think the behavior your product requires is common, then frame those who 
don’t
do it in a negative light (deviating from the norm): “75% of people in your neigh-
borhood are paying less than you on their energy bill. Click here and learn how to not 
miss out on these savings.” 
Finally, you can make any product inherently more attractive by employing the 3rd 
and 4th Laws of Behavior Change. Behaviors that are “cheap”—easy to do, low social 
costs, immediate payoffs—are attractive. Behaviors that are “expensive”—hard to do, high 
social costs, delayed payoffs—are unattractive. Let’s talk more about how to get those two 
laws working in your favor.

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